Ever wondered how promoting your event on LinkedIn can help you boost attendance and awareness? Check out these 5 tips!
LinkedIn is a social network with over 259 million users across 200 countries that are interested in networking as well as learning more about their specific industry. The website is rife with people who seek out social gatherings to increase their knowledge and meet others with similar interests. This user base is perfect for those who are planning events. So promoting your event on LinkedIn can definitely drive results. Check out these tips to see how:
1. Company Page and Relevant Keywords
As soon as the event’s date and subject matter are determined, post the details to your LinkedIn “company page”. The updated information will show in the latest news feed for LinkedIn users who are subscribed to the company page. Be sure to give subscribers ample time to prepare travel plans and coordinate their schedules in order to attend the event.
Use industry buzzwords on the company page. The network is searchable, so those interested in the event’s subject matter will be aware of its existence if certain keywords are attached to its promotion.
2. Target Specific Groups
LinkedIn has a group directory that its users can access. Event organizers should pinpoint select groups that fit their attendee target demographic. It is important to note that LinkedIn users can’t join every single group with the single click of a button. There is a grace period that must pass before users can join smaller sized groups. So budget in some time well in advance of the event in order to access these pools of prospective event-goers.
Don’t be overly zealous when promoting your event on LinkedIn, as group members will be hesitant to engage in a dialogue. Be inconspicuous. Advertise the event after participating in a conversation that relates to the event’s content matter. After some time has passed, post a link that references the event.
3. Utilize Sponsored Updates
Organizers can also take advantage of LinkedIn’s “sponsored updates”. These allow a user to highlight a certain update from his company page to broaden the range of members that it reaches. These updates can reach specific target demographics like women working in the information technology sector in Paris who are between the ages of 40 and 50. Sponsored updates appear no different than normal LinkedIn updates, so members won’t know that they are actually covert advertisements. Sponsored updates appear on the left hand side and center of the screen. Studies have shown that these screen segments attract more attention from users than traditional ads that are typically located on the right hand side.
4. Event Speakers should Engage
Organizers should request that scheduled event speakers promote their appearance to their LinkedIn followers. It will mean a little something more to potential attendees as it comes from someone who will be featured. Planners should record an audio or video teaser with the speaker and request that he post it on his LinkedIn page to generate interest amongst his network.
5. Recruit Industry Figureheads
Seek out power brokers on LinkedIn. Certain members of the website are held in higher regard than others based on their celebrity status or professional accolades. Make these power brokers aware of the event and sway them into recommending it to their followers.
A word of caution: do not attempt to quickly form a superficial relationship with a power broker and ask for him to promote the event. A meaningful reciprocity has to be established. Offer to promote his website, brand or one of his latest writings either during the event or on a form of media like a website, radio appearance or event a flier for the event.
If you take the appropriate steps, promoting your event on LinkedIn can turn out to be a very successful and cost effective way to increase attendance and awareness.